"No marketing strategy can save a bad product, especially in the long run. "It starts with a great product," Houston said at Stanford. "You're not going to push a rock above a hill." Houston said that having a great product comes down to quickly solving a customer's problem. The sooner a new visitor can recognize that your product or service can solve a problem, the better."
"The Dropbox team recognized early on that users drove most of their new sign-ups. A friend telling a friend, or even better, a business having its employees use the tool, did the most for Dropbox's marketing efforts, Houston said at Stanford. Rather than diversifying into multiple marketing strategies, Dropbox honed in on referrals. The company created a referral system where people got additional storage by referring their friends."
A great product that quickly solves customer problems and delivers a strong user experience is essential for sustainable growth. No marketing strategy can rescue a fundamentally poor product over time. Users who find value in the product become the most effective promoters. Simple, incentive-aligned referral mechanics can turn satisfied users into a primary acquisition channel. Dropbox used a referral program awarding extra storage for referrals, which leveraged social sharing and business adoption to drive sign-ups. Focusing on a single high-leverage growth tactic amplified organic spread more than diversifying across many marketing channels.
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